Suning.com Co., Ltd.
Company Background
Suning.com is a Chinese electronics retailer based in Nanjing. Chairman Zhang Jindong heads the group, which is listed on the Shenzhen Stock Exchange. Suning started out as a distributor of air conditioners in 1990. It has expanded its sales network alongside the rise of China's economy, benefiting from national reforms and open-door policies. It has grown into a general electronics retailer that also deals with TVs and household appliances.
In 2009, Suning announced that it had reached agreement to become the biggest largest shareholder in Japanese electronics retailer Laox. Through the investment it aimed to learn from Laox about Japanese-style sales techniques and customer service. It also boosted its product lineups.
The company expanded overseas with the launch of a research and development center in the U.S. It also moved into online sales business in 2009. The company changed its name to Suning Commerce Group in 2013. It was previously called Suning Appliance. The company changed its name again to Suning.com in 2018.
Suning has about 1,600 outlets across China; 300 of them are large flagship stores. It has about 13,000 employees.